Digital transformation and AI adoption trends across Latin America and Spain

Latin American and Spanish businesses are navigating a significant shift in digital strategy driven by artificial intelligence and cloud computing. In Chile, 72% of consumers have used AI tools, prompting a move toward Generative Engine Optimization (GEO) to maintain brand visibility as search behaviors shift from traditional engines to AI synthesizers.

In Colombia, the rise of autonomous digital agents is reshaping workflows, though 29% of employees reportedly use unauthorized AI tools to complete tasks, raising cybersecurity concerns. Similarly, in Brazil, a study by FGV and ABDI highlights that 66% of micro and small enterprises remain at low levels of digital maturity, struggling with limited resources and technical knowledge.

In Spain, a report from NTT DATA warns that while cloud adoption is above the global average, only 20% of companies have reached high maturity levels. This gap, combined with budget constraints, poses a risk to successful AI implementation. Across these regions, the transition from reactive data usage to predictive, real-time intelligence is becoming a critical factor for industrial competitiveness.